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AI-powered home and living marketplace Fy! is launching its first ever TV advertising campaign as part of its mission to help everyone feel great about their homes.

Creative studio Ourselves devised the campaign after being awarded the brand’s creative account in Summer 2024. 

The appointment coincided with a £3m Channel 4 Ventures media for equity deal giving Fy! the opportunity to broaden its marketing mix for the first time and to help drive growth through linear TV and BVOD over the next 18 months.

Ourselves was tasked with creating a campaign spotlighting the unique power of Fy!’s custom AI platform, which allows the brand to recommend the right products and style ideas for its customers.

The TV spot, 'Less bland, more you', highlights the transformative powers of making your home feel more like you. 

The 30-second hero film opens on a woman who is standing in her sparsely decorated and colourless living room. “Why?” she says to herself as she looks around unhappily at her drab surroundings.

But the 'Why' soon turns into a rallying cry of 'Fy!' as she uses the platform to decorate her home with cheerful pictures, rugs, curtains, cushions, and other homeware products. 

It ends with a voiceover saying: “To find thousands of products as individual as you, search Fy!”

The film was directed by Daniel Likah through Spindle. It premiered on New Year’s Day across the Channel 4 linear and BVOD estate in the UK.

The aim of the campaign is to grow brand awareness and unlock new audiences for Fy!, which has previously only advertised to shoppers via Meta or Google.

Aaron Howard, executive creative director and founding partner at Ourselves, says, “Even regular customers of Fy! aren’t too sure how to say the brand name… so we turned it into a rallying cry throughout the ad.

“It was a lot of fun creating the brand’s first foray into TV advertising - and hope it encourages more people to make a stand against bland.”

Richard Hirson, director of marketing at Fy!, says, “Since launching Fy! we’ve been able to reach millions of shoppers through digital channels. However, the launch of our first ever TV campaign is a key moment in us taking the brand to a whole new level. 

“The team at Ourselves really took the time to understand our business challenges and create an ad which we’re confident will help deliver our aggressive growth goals for 2025.”